Companies with failed content strategy should take a hint

As brands and advertisers vie for buyer’s attention, consumers might see a new wave of content strategy hitting the market as old ways of reaching mass audiences are now becoming obsolete. 

Brand advertisers are using content creation to make an impact on its buyers by making the brand’s product seem more interesting and by making its marketing campaign even more unexpected. The fashion label Wren did exactly that and used an unanticipated marketing strategy with their “First Kiss” video. Using a tip from the Content Marketing Institute, Wren earned immediate publicity for the video’s unexpectedness and because of its ability to make people talk — about literally anything. PR Week estimated  the video received over 100 million views and CNBC.com calculated Wren’s sales increased 14,000 percent, even months after the video’s launch.

Wren wasn’t the only company who made their content seem more interesting. Chipotle did the same exact thing by not talking about their brand specifically, but by using two animated videos briefly showing Chipotle’s logo. By doing so, Chipotle began to become known for its content, not just its logo.

Although talking about topics other than the immediate company can be somewhat dangerous, as it is unclear what the public’s opinion on them will be, the companies who have mastered the “art” of content strategy have and will continue to succeed. Sarah Amos, CCO of Freshwire, a digital content studio, was quoted saying, “it’s important for brands to create long-term strategies to continue momentum and avoid being a ‘one-hit wonder.'” Brands will have to make a diligent, conscious effort to keep consumers interested.

Moving into the next generation, which is foreseen to be filled with social media savvy users, individuals who constantly check emails and an age group that will be smarter than ever, brands who use new and exciting ways to relay their content will be the ones who make a lasting impression. Ultimately, it will be a risk to be seen, but vitally necessary to the strategy of an unknown brand.